EXTENSION OF THE BRANDS: A GAMBLE! Brand extension. To do it or not!! That is the question. Every successful brand which is going strong in the market has one reason behind it. It’s association with the customers and the consumers. And it is this strong association that ultimately leads to profits and sales. So how to take leverage of this? Is the answer Brand extension? May be or may be not. It is a gamble any company has...

Conroy James said, “Social media at one point is helping businesses in gaining attention of targeted customers while at the other point; it facilitates quick response from targeted customers. Tracking response of visitors is important at social media websites in order to know whether the investment is right or wrong.” As per Digital Expressions, “While 78% percent of the respondents said they are using social media, only 41%...

As per Wikipedia, Product placement, also called as embedded marketing, is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, the story line of television shows, or news programs. How stuffworks.com describes it as a sort of “art imitating art imitating life” scenario — where ads are imitating the practice of product placement. So is it an...

We have seen advertisements with emotional content like the latest Titan with Aamir Khan acting as the CEO, rational content like the Dove soap ad, and humorous content like the recent Maruti ads talking of mileage. There is another trend hitting off in this industry. It is of “exaggeration”. It is also called as “visual hyperbole” by some. Take the example of the series of Fructus ‘long and strong’ shampoo ads and...